The Color TV Advertising Research On Yang Cheng Evening News

The research adopted content-analyse, took the color TV advertisements published on Yang Cheng Evening News as subject and probed comprehensively and systematically into the developing conditions and trends of the 15-year(from 1990 to 2004) color tv advertising development by analysing their size, location, picture, color, model, logo, aspiration, title, slogan, body and other related variables.The research findings showed: First, the overall volume of color TV advertisement from the newspaper in 1997 started on smaller, the Japanese brand advertisements accounted for a large part of the total and the products'advertisments obviously were more than enterprises'.Second, in the time of distribution, the volume of color TV advertisement on Thursdays, Fridays and the eve of major holidays each year were larger than on other days.Third, during the 15 years some means for color TV advertising to increase attention changed, such as reducing information-title, reducing duplication, at the same time the layout became larger and there was an increase about the logo on upper left. But other means had little change which played an important role in increasing attention, such as publishing advertisements in the bottom position, adopting photo particularly color TV pictures. But the use of multi-colour, celebrities had not been given sufficient attention.Fourth, with the passage of time, the growing importance of advertising designers was put to advertising effect, in addition to paying a great importance to the praise and commitment style titles, the single-sentence advertising slogans on building image at all times, the word count of advertising title and slogan had a declining trend. Last, from color TV advertising aspirations of view, the function of color TV was the most, secondly was the promotion advertisements. In the functional demands, a clear picture of color TV was the most prominent.The study also analysed the deep-rooted causes of these results, and on the basis of the analysis gave some advice to color TV advertisers and recommendations for the newspaper advertising industry practitioners.